By Akbar Merchant
The Tata Sierra makes a comeback in a new avatar with prices starting from Rs 11.49 lakh (ex-showroom). As the mid-size SUV segment becomes increasingly crowded and competitive, Tata Motors is betting on the Sierra to inject freshness through distinctive design, a premium cabin experience and a blend of modern relevance with nostalgic appeal. In this conversation, Shailesh Chandra, Managing Director of Tata Passenger Electric Mobility & Tata Motors Passenger Vehicles, explains the company’s market expectations, customer targeting strategy, and how the Sierra is positioned alongside the Curvv and Harrier without internal cannibalisation.
Q: What is your market share ambition with the Sierra?
A: Tata Motors has a 16–17 percent share of the SUV market today. With Sierra, our target is to take it to 20–25 percent.
Q: The mid-size SUV segment has become extremely competitive. Where exactly does the Sierra fit?
A: The mid-SUV segment has grown rapidly but has also become repetitive, with too many me-too products. At the same time, disposable income has increased, and many buyers now wrestle with the idea of going for a bigger SUV versus managing parking and city use. They want the sense of upgrade and the premiumness of a large SUV, but in a more practical footprint. Sierra addresses that space by offering a mid-SUV footprint with the indulgence and premium feel of a high SUV.
Q: How do you ensure the Sierra complements rather than cannibalizes Curvv and Harrier?
A: There will always be some degree of cross-shopping because people begin with a budget and evaluate adjacent segments. But the emotional triggers for each vehicle are very different. A Harrier customer likes dynamic styling, strong power and a “big upgrade” feel. A Curvv customer chooses mainly for styling and trendiness. A Sierra customer values distinctiveness, iconic upright styling and a plush, premium cabin without having to go up in size. These are three different mindsets even if the price bands overlap slightly.
Chandra on Tata’s SUV portfolio
Q: Compared with segment rivals like the Creta, Grand Vitara and Seltos, what specific buyer are you targeting?
A: Someone who wants something different. If you place all the mid-SUVs together, the Sierra stands out immediately in terms of styling. There is a customer base — especially younger buyers — who want their SUV to reflect their personality. They like upright and boxy design, they want to feel they bought something premium, and they appreciate a roomier and richer cabin experience even if the exterior footprint stays manageable.
Q: What are the confirmed powertrain options for the Sierra?
A: Sierra comes with two petrol engines, the new 1.5-litre GDI turbo-petrol and the 1.5-litre naturally aspirated Revotron petrol. Both are fresh engines developed at our highly automated Sanand facility. It will gets a 1.5-litre diesel with torque enhancements.
Q: What fuel mix do you expect in terms of demand, more diesel or more petrol?
A: Looking at the mid-SUV and high-SUV segments wherever diesel is offered, diesel typically contributes around 35–40 percent. We expect the Sierra to follow a similar demand pattern.
Chandra on plans for Seirra EV
Q: What’s the plan with the Sierra EV that was previewed earlier?
A: The Sierra EV will not launch immediately; it will arrive in the next financial year.
Q: Why did you launch the ICE model first and not the EV, given Curvv debuted as an EV?
A: There is no fixed sequence that Tata Motors follows. For Curvv, the EV suited the novelty of its coupé design. In the Sierra’s case, the immediate and larger opportunity lies in the mid-size ICE segment. We wanted to enter that high-demand space first. The electric Sierra will be launched when market timing aligns with EV customer maturity.
Q: Will the Sierra receive a special placement within dealerships given its premium positioning?
A: Every Tata showroom has a “Hero product area” where key models are displayed. The Sierra being the newest model will be placed there. As for broader distribution strategy with an expanding portfolio, that is something we are evaluating, but there is nothing further to announce at the moment.
Q: Will the Sierra be exported, and if so, when?
A: We have already launched the Punch, Tiago, Harrier and Curvv in South Africa. The priority now is network expansion and stabilising volumes. In the next financial year, we intend to add more products for export, and Sierra is very much under consideration because it fits a popular segment in that market.
